ENGAGEMENT RATES, RETWEETS & LIKES: MAKING SENSE OF SOCIAL

MEDIA ANALYTICS

Jen O’Brien & Kelly Bennett

OVERVIEW

GOALS

METRICS REPORTINGUSING DATA &IMPROVING PRACTICE

TOOLS

HOW-TOAND1 2

3 4 5

GoalsWhy are you on social media?

http://simplymeasured.com/blog/the-5-most-common-misses-in-social-strategy-development/#sm.001r7xpsx10g6dk6u8c1xjol1xbrh

BRAND OR DEPARTMENT AWARENESS

RELATIONSHIP BUILDING

EVENT MARKETING & ATTENDANCE

EXPERTISE & SERVICE SHARING

PROBLEM SOLVING

GETTING FEEDBACK

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BRAND OR DEPARTMENT AWARENESS

RELATIONSHIP BUILDING

GETTING FEEDBACK

EXPERTISE & SERVICE SHARING

PROBLEM SOLVING

EVENT MARKETING & ATTENDANCE

TOOLS & HOW-TO

Built-in Platform Tools

External Tools

1

2

FACEBOOK INSIGHTS

Built-in Platform Tools

https://www.facebook.com/insights/

TWITTER ANALYTICSwww.analytics.twitter.com

+ Data Exports(We’ll talk about

this later)

Built-in Platform Tools

INSTAGRAMCounting. Mobile Video Views.

Built-in Platform Tools

Photos: Likes and comments.

Built-in Platform Tools

Videos: views, likes, comments.

Built-in Platform Tools

SNAPCHATScreenshots. Story views.

Built-in Platform Tools

Screenshots. Story views.

Built-in Platform Tools

COLLEC.TO

External Tools

for Instagram

External Tools

SOCIAL MEDIA TOOLS

GOOGLE ANALYTICS

% of web sessions referred by social

media

Which platforms are driving the

most traffic

Student Life: 1.62%

Student Life: Facebook (72%)

Twitter (25%)Everything Else: (3%)

Which pages get traffic from

Facebook

Student Life:ASC Board App (15%)Lecture Series (6.5%)

FSL (6%)

AUDITS & CONSULTS

RubricsBenchmarks Request a consult

Rubrics

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https://MiamiOH.formstack.com/forms/social_media

MEASURABLE

METRICSWhat should you measure?

WHAT SHOULD YOU MEASURE?

Number of Followers

● Increase/Decrease in followers?● Why?● Which platforms are growing?

WHAT SHOULD YOU MEASURE?

Audience

● Who is following you?● Who is engaging with your posts?● First Years? Seniors? Alumni?

COMPARE PLATFORMS

WHAT SHOULD YOU MEASURE?

WHAT SHOULD YOU MEASURE?

Adapted from Simply Measured Blog by Jen O’Brien http://simplymeasured.com/blog/which-critical-social-media-metrics-are-you-ignoring/#sm.001r7xpsx10g6dk6u8c1xjol1xbrh

Awareness Impressions / Reach

Interest Engagement, link clicks, shares

Action Survey data, event attendance

Advocacy Shares, followers, mentions

Example Goal: Event Attendance

YOU HAVE NUMBERS…. WHAT DO THEY MEAN?

ENGAGEMENT BY PLATFORM

4.2%

2.3%

INSTAGRAM FACEBOOK

.22%.07% .04% .03%

TWITTER

2014

2015

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“GOOD” >1.0% {Rule of thumb for SAF:

REPORTING

Miami University Libraries

UCM DASHBOARD

KPIs# of Followers / Fans

# of Retweets / Shares earned

# Impressions / Reach

Engagement Rate

Facebook is struggling to keep up at only

106 followers. My best guess for this is that Facebook changed algorithms in

August to push pages to boost posts.

I am experimenting with other types of posts to see

what type of content performs better on FB than on Twitter.”

TRACK OVER TIME AND AGAINST YOURSELF

Average Twitter Post Engagement Rate (@MiamiOH_Student)

July

0%

3.5%

March

# of Twitter Post Likes(@MiamiOH_Student)

400

0July March

TOP TWEETS

STUDENT LIFE TWITTER ANALYTICS

1. Hire Social Media Associates to focus on event coverage and posting multiple photos per post.

IMPACT ON PRACTICE

OVERVIEW

Mid-year evaluation of all of the Central Student Affairs social media efforts using built-in and external social media tools.

BY THE NUMBERS

Division of Student Affairs

1.23%Avg tweet engagement rate

2. Implement a bi-weekly contest #winitwednesday

To learn more, contact: offcampus@MiamiOH.edu

3. Continued use of #MiamiOH and tagging in photos instead of post text.

4,458Impressions per tweet

(309 total tweets)

# of Twitter Post Likes(@MiamiOH_Student)

300

0July Dec.

RESULTS / LESSONS LEARNED

Highest engagement for posts on Twitter were those that included 4 photos.

Contest spurred highest number of new followership.

Create your own dashboard

Create your own dashboard

USING DATA & IMPROVING PRACTICE

Figure out WHEN to post Do more of what works (less of what’s not)

Address negative feedback (and positive!)

Target content to YOUR audience

Inform decisions about where to focus time

EXPORT DATA TO FIND TRENDShttps://docs.google.com/a/miamioh.edu/spreadsheets/d/1W1sx31AlEA_MAxdH83Lhh0kWvGFmVjuDzvYtjuhc6C8/edit?usp=sharing

MORE RESOURCES

ANYTHING ELSE?